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		<title>抖音介绍手册</title>
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				<p>
    <strong>一、短视频行业分析</strong>
</p>
<p>
    	定义：
</p>
<p>
    		1）短视频：指播放时长在五分钟以下，基于PC端和移动端传播的视频内容形式。
</p>
<p>
    <strong>1.1、短视频行业现状分析</strong>
</p>
<p>
    		2017年为中国短视频行业爆发的一年，2017年第三季度，短视频用户使用总时长同比增速达到311.3%，渗透率为4.1%，领跑所有其他细分行业。另外，短视频综合平均人单日启动次数和使用时长也处于稳步攀升阶段。
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        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-cb0aeb708090d83b6b248d7e867d4466_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;599&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;517&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;599&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uCCpd5S6I3kHOqAv4krwyUWpXKIm79QFkWibANrBMJ5uUBGibVfFlm49g/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-cb0aeb708090d83b6b248d7e867d4466_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uCCpd5S6I3kHOqAv4krwyUWpXKIm79QFkWibANrBMJ5uUBGibVfFlm49g/640?wx_fmt=jpeg" width="599" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uCCpd5S6I3kHOqAv4krwyUWpXKIm79QFkWibANrBMJ5uUBGibVfFlm49g/640?wx_fmt=jpeg"/>
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<p>
    <strong>1.2、短视频行业市场规模</strong>
</p>
<p>
    	2017年短视频规模达57.3亿，同比增长为183.9%。预计未来1-2年内，短视频将开放大量的商业化计划，流量变现带来较大的市场规模增长，与此同时短视频内容营销质量的不断提升，内容变现也将出现较大机会。预计2020年短视频市场规模将超300亿。
</p>
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    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-375347c4d3a29c4ad6bc202c5ab6a04e_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1101&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;524&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1101&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uPsLBXQXYj7aKWdgwdqbPR8ibCtrqp5NbbDhHoh4W3mtMBDtPJB5GBEg/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-375347c4d3a29c4ad6bc202c5ab6a04e_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uPsLBXQXYj7aKWdgwdqbPR8ibCtrqp5NbbDhHoh4W3mtMBDtPJB5GBEg/640?wx_fmt=jpeg" width="1101" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uPsLBXQXYj7aKWdgwdqbPR8ibCtrqp5NbbDhHoh4W3mtMBDtPJB5GBEg/640?wx_fmt=jpeg"/>
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<p>
    <strong>1.3、短视频行业用户规模发展</strong>
</p>
<p>
    	2017年中国短视频行业用户规模保持高速增长，据艾瑞mUserTracker数据显示，2017年1月份独立设备数量为1.38亿台，同年8月份独立设备数就已经超过了3.1亿台，平均月度增长率高达14.1%
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    <img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uOFGOtCbCJ7vGwIUNgDw5E6lepSicrF3icvuEwdIm7ScI8BXAn5rZPjTQ/640?wx_fmt=jpeg" width="993" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uOFGOtCbCJ7vGwIUNgDw5E6lepSicrF3icvuEwdIm7ScI8BXAn5rZPjTQ/640?wx_fmt=jpeg"/>
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    <br/>
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<p>
    <strong>1.4、2017年中国短视频产业地图</strong>
</p>
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    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-e39ee8d37813236dc84feb3fd54cf2c4_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1011&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;703&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1011&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uU6OKhmToJW5pvq6tfkDl62sWtbWwEicAsjt07jCxKHB7N4HPTichVHJg/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-e39ee8d37813236dc84feb3fd54cf2c4_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uU6OKhmToJW5pvq6tfkDl62sWtbWwEicAsjt07jCxKHB7N4HPTichVHJg/640?wx_fmt=jpeg" width="1011" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uU6OKhmToJW5pvq6tfkDl62sWtbWwEicAsjt07jCxKHB7N4HPTichVHJg/640?wx_fmt=jpeg"/>
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<p>
    <strong>二、抖音App产品调研</strong>
</p>
<p>
    <strong>2.1、调研背景与目的</strong>
</p>
<p>
    		1）调研背景：
</p>
<p>
    		2018年2月20日至3月14日，抖音持续霸占App Store中国区下载量总榜第一23天，打破了2017年以来非游戏类App所创下的冠军持续天数的纪录。
</p>
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        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-38fa00a26d41bb6219f19f500a76cc7c_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;870&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;390&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;870&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uMbBPK6bZccgJUtENQ9XZ21GcECetKgAfiaD3m4dvick4yibcCRNfGg3LA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-38fa00a26d41bb6219f19f500a76cc7c_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uMbBPK6bZccgJUtENQ9XZ21GcECetKgAfiaD3m4dvick4yibcCRNfGg3LA/640?wx_fmt=jpeg" width="870" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uMbBPK6bZccgJUtENQ9XZ21GcECetKgAfiaD3m4dvick4yibcCRNfGg3LA/640?wx_fmt=jpeg"/>
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    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-5b4c28f0e56b309004a3f9fbeb34c92d_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;944&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;446&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;944&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyhSI4ibLiaaUaSmUe71tCPvWNNtpfTCL1Kqjf2Zn3XNGqU8oE80nNbQA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-5b4c28f0e56b309004a3f9fbeb34c92d_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyhSI4ibLiaaUaSmUe71tCPvWNNtpfTCL1Kqjf2Zn3XNGqU8oE80nNbQA/640?wx_fmt=jpeg" width="944" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyhSI4ibLiaaUaSmUe71tCPvWNNtpfTCL1Kqjf2Zn3XNGqU8oE80nNbQA/640?wx_fmt=jpeg"/>
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<p>
    		抖音App在2017年4月底时微博搜索指数为0，在竞争激烈的短视频平台领域，获得超高速成长，并在2018年春节前后火爆网络。
</p>
<p>
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<p>
    		2）调研目的:
</p>
<p>
    		探究抖音在竞争激烈的短视频领域后来居上的深层原因及未来可能存在的机会点。
</p>
<p>
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<p>
    <strong>2.2、用户、需求、场景</strong>
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<p>
    		1）抖音作为短视频平台，所有内容由用户创造，而连接用户的通道是视频。所有用户行为都是围绕视频的制作、观看、点赞、评论来完成（与微博相差无几，只是内容的形式不一）
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        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic3.zhimg.com/v2-6a3c1f1db5dded29063b7a774dcbd84a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;829&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;320&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;829&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2ucr3kLEbqFSzSibb6SV3xrmvRKEuVTGey1S4ibpLO8h6qkSMZekn5DYdg/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic3.zhimg.com/v2-6a3c1f1db5dded29063b7a774dcbd84a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2ucr3kLEbqFSzSibb6SV3xrmvRKEuVTGey1S4ibpLO8h6qkSMZekn5DYdg/640?wx_fmt=jpeg" width="829" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2ucr3kLEbqFSzSibb6SV3xrmvRKEuVTGey1S4ibpLO8h6qkSMZekn5DYdg/640?wx_fmt=jpeg"/>
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<p>
    		2）由于抖音与今日头条一样采用去中心化的内容推荐机制，能够被用户追捧点赞的都是有爆点的视频，所以用户组成应该是一个金字塔模型。
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        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-22e5568407129420b67906bf9774206a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;526&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;175&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;526&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uLt5F5j9Zw7I5vty5dItafqibJz1QHB8umYkkZXC0Eb7Ga1ogeNKabgA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-22e5568407129420b67906bf9774206a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uLt5F5j9Zw7I5vty5dItafqibJz1QHB8umYkkZXC0Eb7Ga1ogeNKabgA/640?wx_fmt=jpeg" width="526" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uLt5F5j9Zw7I5vty5dItafqibJz1QHB8umYkkZXC0Eb7Ga1ogeNKabgA/640?wx_fmt=jpeg"/>
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    		3）去中心化的算法能够快速吸引用户，但是也有显然的缺陷：用户随着使用时长增加容易产生审美疲劳。所以去中心化的推荐算法机制尤为重要。
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    <br/>
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<p>
    <strong>2.3、产品核心逻辑</strong>
</p>
<p>
    <img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2utyDuYsCnOBKsP2OqT9rOYiavnJfAjT1pr8fmRb9ADibhAJROC6QkDIpQ/640?wx_fmt=jpeg" width="1219" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2utyDuYsCnOBKsP2OqT9rOYiavnJfAjT1pr8fmRb9ADibhAJROC6QkDIpQ/640?wx_fmt=jpeg"/><br/>
</p>
<p>
    		1）从核心流程图中可以看出：用户与用户的互动行为的核心在于视频（内容）；抖音作为平台负责将优秀的内容推送至观众首页，观众在看到优质内容后可以进行关注、点赞、评论等操作
</p>
<p>
    <br/>
</p>
<p>
    		2）如何让更多的人拍摄出更有意思的视频，帮助视频生产用户产出优质内容，从而吸引更多视频消费用户，这是抖音的突破点之一
</p>
<p>
    <br/>
</p>
<p>
    		3）抖音团队发布挑战等运营活动，可以吸引更多活跃用户积极参与，这也是非常重要的一点。
</p>
<p>
    <br/>
</p>
<p>
    <strong>2.4、产品功能结构</strong>
</p>
<p>
    		1）抖音的一级菜单栏为五个：首页、关注、拍摄、消息、我；其中重点在“首页”以及“拍摄”两个分栏做了很多功能，也符合产品核心流程中的“观看”、“拍摄”动作。
</p>
<p>
    <br/>
</p>
<p>
    		2）值得注意的一点是：其余
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-9a7f35a47073ee865aa9f42fa0aecc73_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1352&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;1219&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1352&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyD8tnMX3lMEVs28N64jnz0t9p1O7vvYBIzWRXcEy6UUkhMn48LXUiaw/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-9a7f35a47073ee865aa9f42fa0aecc73_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyD8tnMX3lMEVs28N64jnz0t9p1O7vvYBIzWRXcEy6UUkhMn48LXUiaw/640?wx_fmt=jpeg" width="1352" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyD8tnMX3lMEVs28N64jnz0t9p1O7vvYBIzWRXcEy6UUkhMn48LXUiaw/640?wx_fmt=jpeg"/>
</figure>
<p>
    三个菜单栏都为强社交属性页面，个人资料页面与微博个人页面绑定；抖音想做的应该是类似微博一样，做一个达人用户及明星网红用户的粉丝聚合产品，且部分用户已经有了加V认证。
</p>
<p>
    <br/>
</p>
<p>
    <strong>2.5、典型页面分析</strong>
</p>
<p>
    	1）首页
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-41c0d4151100249f0ffc963dd2b9d5da_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;2439&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;2012&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;2439&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyCwSTHHflZricJ77cGHg92ibKE4HxX8BXs1Wo19kAdQGibfsIn5qSW1hQ/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic4.zhimg.com/v2-41c0d4151100249f0ffc963dd2b9d5da_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyCwSTHHflZricJ77cGHg92ibKE4HxX8BXs1Wo19kAdQGibfsIn5qSW1hQ/640?wx_fmt=jpeg" width="2439" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uyCwSTHHflZricJ77cGHg92ibKE4HxX8BXs1Wo19kAdQGibfsIn5qSW1hQ/640?wx_fmt=jpeg"/>
</figure>
<p>
    a. 首页视频为竖屏全屏显示，用户一点开App即可沉浸式体验；
</p>
<p>
    		b. 视频发布者头像与交互动作放在页面右侧，符合用户使用习惯；
</p>
<p>
    		c. 单击暂停，双击点赞，左滑进入故事，右滑进入视频发布者个人页面，傻瓜式的操作，用户观看视频时无累赘感。
</p>
<p>
    <br/>
</p>
<p>
    <strong>2）视频拍摄页</strong>
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-b1c297ffc28342c35ebd0d47765413c1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1265&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;786&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1265&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2u4gVYZo4oP9eRfVWdMLML9SRyz2vPARGiajjQl3uCRQXFFjTy3syPbMA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-b1c297ffc28342c35ebd0d47765413c1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2u4gVYZo4oP9eRfVWdMLML9SRyz2vPARGiajjQl3uCRQXFFjTy3syPbMA/640?wx_fmt=jpeg" width="1265" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2u4gVYZo4oP9eRfVWdMLML9SRyz2vPARGiajjQl3uCRQXFFjTy3syPbMA/640?wx_fmt=jpeg"/>
</figure>
<p>
    		a. 三种发布视频入口：本地上传，选中音乐开拍，直接开拍再选音乐。
</p>
<p>
    		b. 整个页面大篇幅用来展示音乐（音乐能影响一部视频的质量），音乐以场景分类，适合拍摄者寻找适配拍摄场景。
</p>
<p>
    		c. 音乐收藏功能有特色，同时加了个该音乐类下的视频排行，方便借鉴与参考。
</p>
<p>
    <br/>
</p>
<p>
    <strong>2.6、产品数据表现</strong>
</p>
<p>
    1）近三月下载排行
</p>
<p>
    	自2018年1月中以来抖音App在App Store中国区下载总榜中基本处于前十以内，甚至有23天的连续第一的记录。
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-6e29cb818753a15112c4cfec1fddc2f1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;882&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;410&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;882&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uhibPGtu4BM04e0EE9MbM2eAhA4s0LBKicYxj368Oeh4Z5NGQh0ialoUZA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-6e29cb818753a15112c4cfec1fddc2f1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uhibPGtu4BM04e0EE9MbM2eAhA4s0LBKicYxj368Oeh4Z5NGQh0ialoUZA/640?wx_fmt=jpeg" width="882" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uhibPGtu4BM04e0EE9MbM2eAhA4s0LBKicYxj368Oeh4Z5NGQh0ialoUZA/640?wx_fmt=jpeg"/>
</figure>
<p>
    <strong>2）近一年下载量趋势</strong>
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic3.zhimg.com/v2-ad3540bae1bc0c70516b97c7ec6483be_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;904&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;386&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;904&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uapdicaFs4qyjVrvuknTXPhnInyznRXb0LicqfPQgEy8J9gWG6N9OzBjw/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic3.zhimg.com/v2-ad3540bae1bc0c70516b97c7ec6483be_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uapdicaFs4qyjVrvuknTXPhnInyznRXb0LicqfPQgEy8J9gWG6N9OzBjw/640?wx_fmt=jpeg" width="904" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uapdicaFs4qyjVrvuknTXPhnInyznRXb0LicqfPQgEy8J9gWG6N9OzBjw/640?wx_fmt=jpeg"/>
</figure>
<p>
    	抖音在2017年5月份左右度过产品探索期，进入成长期。且在2018年2月至3月有爆发性的增长，可见其还处于高速成长期中。
</p>
<p>
    <br/>
</p>
<p>
    <strong>3）App Store用户评价</strong>
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-61e8ebf4e39619b86553b80dcecd2ac1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;988&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;354&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;988&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uru2dDiaZjRoc7t4tAHKoSyXhpvCvwMyiaNCVn6seXic669e9Yic0S1kGbA/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic2.zhimg.com/v2-61e8ebf4e39619b86553b80dcecd2ac1_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uru2dDiaZjRoc7t4tAHKoSyXhpvCvwMyiaNCVn6seXic669e9Yic0S1kGbA/640?wx_fmt=jpeg" width="988" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uru2dDiaZjRoc7t4tAHKoSyXhpvCvwMyiaNCVn6seXic669e9Yic0S1kGbA/640?wx_fmt=jpeg"/>
</figure>
<p>
    <br/>
</p>
<p>
    	抖音的评价非常之高，达到了4.9分（满分5分），我筛选了3星及以下的差评信息，记录反馈如下：
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-0d298e71354f47d1629b488f0daa182a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1256&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;497&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1256&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uDlLyDLic5FO7RUFqE8oWfntPucTlByWjr1oo29YWhpqDcxTJY5UPSlw/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-0d298e71354f47d1629b488f0daa182a_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uDlLyDLic5FO7RUFqE8oWfntPucTlByWjr1oo29YWhpqDcxTJY5UPSlw/640?wx_fmt=jpeg" width="1256" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uDlLyDLic5FO7RUFqE8oWfntPucTlByWjr1oo29YWhpqDcxTJY5UPSlw/640?wx_fmt=jpeg"/>
</figure>
<p>
    <br/>
</p>
<p>
    	总结以下几点不足：
</p>
<p>
    	a. 卡死、网络问题等bug从可查到的1.68版本开始一直存在，且大范围集中在1.74-1.76版本;
</p>
<p>
    	b. 抖音定位为15秒短视频，无法照顾部分有15秒至5分钟左右短视频需求用户（抖音现在已经逐步增加短视频时间）;
</p>
<p>
    	c.审查机制会误判正常用户，且反馈渠道只有客服系统，但是客服系统抖音好像没有太过重视;
</p>
<p>
    	d.手机号无法解绑与注销;
</p>
<p>
    	e. 去中心化的推荐算法与用户审美疲劳之间的界限还需要探索;
</p>
<p>
    	f. 广告视频的插入影响用户体验，导致部分用户反感。
</p>
<p>
    <br/>
</p>
<p>
    <strong>2.7、迭代路径分析</strong>
</p>
<p>
    <br/>
</p>
<figure>
    <img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2u4cricBUUVPkryfFg79RZe8O9wYhbJIp6LlbqW9outuVnib6qPibc2wwaQ/640?wx_fmt=jpeg" width="600" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2u4cricBUUVPkryfFg79RZe8O9wYhbJIp6LlbqW9outuVnib6qPibc2wwaQ/640?wx_fmt=jpeg"/>
</figure>
<figure>
    <br/>
</figure>
<p>
    <br/>
</p>
<p>
    	1）抖音在5月份左右度过探索期，5月份之前的功能迭代主要为视频内容制作的优化以及视频分享引流，且运营活动几乎没有，微博指数到4月底仍为0；
</p>
<p>
    <br/>
</p>
<p>
    	2）在5月份之后产品进入缓慢增长期，期间运营动作增多，功能迭代主要为玩法优化，社交功能优化；
</p>
<p>
    <br/>
</p>
<p>
    	3）在7月份左右产品进入高速成长期，运营动作频率加快，版本迭代方向为玩法更新，体验优化。
</p>
<p>
    <br/>
</p>
<p>
    <strong>三、总结</strong>
</p>
<p>
    <strong>3.1、浅析抖音后来者居上的原因</strong>
</p>
<figure>
    <noscript>
        &amp;amp;amp;amp;amp;amp;amp;lt;img src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-8e9d2e4b8ad38b4f3573fc4234ff2a38_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot; data-caption=&amp;amp;amp;amp;amp;amp;amp;quot;&amp;amp;amp;amp;amp;amp;amp;quot; data-size=&amp;amp;amp;amp;amp;amp;amp;quot;normal&amp;amp;amp;amp;amp;amp;amp;quot; data-rawwidth=&amp;amp;amp;amp;amp;amp;amp;quot;1120&amp;amp;amp;amp;amp;amp;amp;quot; data-rawheight=&amp;amp;amp;amp;amp;amp;amp;quot;765&amp;amp;amp;amp;amp;amp;amp;quot; class=&amp;amp;amp;amp;amp;amp;amp;quot;origin_image zh-lightbox-thumb&amp;amp;amp;amp;amp;amp;amp;quot; width=&amp;amp;amp;amp;amp;amp;amp;quot;1120&amp;amp;amp;amp;amp;amp;amp;quot; data-original=&amp;amp;amp;amp;amp;amp;amp;quot;https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uoafwk8c48UkL4ELiaPz0kdN314BXbZ5hYAibJDRp4rnmMYRmDPfz32Lg/0?wx_fmt=jpeg&amp;amp;amp;amp;amp;amp;amp;quot; data-type=&amp;amp;amp;amp;amp;amp;amp;quot;png&amp;amp;amp;amp;amp;amp;amp;quot; data-ratio=&amp;amp;amp;amp;amp;amp;amp;quot;0.66796875&amp;amp;amp;amp;amp;amp;amp;quot; _src=&amp;amp;amp;amp;amp;amp;amp;quot;https://pic1.zhimg.com/v2-8e9d2e4b8ad38b4f3573fc4234ff2a38_b.jpg&amp;amp;amp;amp;amp;amp;amp;quot;/&amp;amp;amp;amp;amp;amp;amp;gt;
    </noscript><img class="origin_image zh-lightbox-thumb lazy" data-ratio="0.66796875" data-type="jpeg" data-src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uoafwk8c48UkL4ELiaPz0kdN314BXbZ5hYAibJDRp4rnmMYRmDPfz32Lg/640?wx_fmt=jpeg" width="1120" src="https://mmbiz.qlogo.cn/mmbiz_jpg/z7iaEV9Aec79xScHzA9vU0wxJTFypDJ2uoafwk8c48UkL4ELiaPz0kdN314BXbZ5hYAibJDRp4rnmMYRmDPfz32Lg/640?wx_fmt=jpeg"/>
</figure>
<p>
    <br/>
</p>
<p>
    		1）2017年中国短视频行业爆发，是抖音快速成长的土壤；
</p>
<p>
    <br/>
</p>
<p>
    		2）抖音的去中心化算法推荐，竖屏全屏的沉浸式体验，能够快速留住用户，使得用户“一入抖音深似海”；
</p>
<p>
    <br/>
</p>
<p>
    		3）创新的音乐分类入口以及全面的曲库、音乐收藏、丰富的滤镜等功能，使得UCG用户们能够快速，便捷地创作短视频，可玩性大增。
</p>
<p>
    <br/>
</p>
<p>
    <strong>3.2、未来可能存在的机会点</strong>
</p>
<p>
    		1）15秒短视频虽然短小精悍，但是无法全面覆盖大部分短视频用户；
</p>
<p>
    		2）去中心化的算法推荐容易导致用户审美疲劳，且试错成本高。也许可以借鉴网易云音乐的歌单功能？ 用户自行将短视频制作为分类合辑，可供其他用户收藏，点赞，评论；
</p>
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